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Green Mountain Coffee and the Green Mountain Coffee Roasters Foundation Commit Nearly One Million Dollars to Fuel Growth of Fair Trade Towns in U.S.

OAKLAND, Calif. -- TransFair USA[TM], the leading third-party certifier of Fair Trade products in the United States, today announces that it has received a $50,000 grant from Green Mountain Coffee[R], and a three-year commitment of $925,000 from the Green Mountain Coffee Roasters Foundation. The Green Mountain Coffee Roasters Foundation was established and is led separately from Green Mountain Coffee Roasters, Inc. (GMCR) by GMCR Founder and Chairman Bob Stiller. This generous funding will galvanize TransFair USA's effort to grow the Fair Trade movement and establish hundreds of Fair Trade Towns across the United States by 2013.

Fair Trade is a multi-stakeholder effort to develop an alternative form of global trade that cultivates greater social justice and equity for farmers, workers, and artisans. It promises fair prices, safe working conditions, worker empowerment, market access and community investment. The Fair Trade Towns USA campaign is headquartered at and sponsored by TransFair USA.

"For many years, GMCR has supported the Fair Trade movement because we believe that our highest quality coffees come from coffee-growing communities with a healthy quality of life. By choosing Fair Trade coffee - and now 72 other Fair Trade products - consumers can help support sustainable development and community empowerment for farming and artisan communities around the globe. We believe Fair Trade Towns USA can be an effective model for educating consumers on how easy it is to make a positive difference in the world through the products we purchase," said Bob Stiller, Founder and Chairman, Green Mountain Coffee Roasters, Inc. and President of the Green Mountain Coffee Roasters Foundation.

Fair Trade Towns USA's ultimate goal is to raise consumer awareness, grow the availability of Fair Trade products, and drive sales in order to help lift millions of farming families out of poverty. The specific criteria to be officially recognized as a Fair Trade Town include showcasing Fair Trade products available in local stores, an active citizen support network, business engagement, and local government support. These criteria are designed to empower citizens to develop a permanent platform in their communities for continued outreach and advocacy.

Currently, 13 U.S. municipalities have been recognized as Fair Trade Towns, including Amherst and Northampton (MA), Brattleboro and Burlington (VT), San Francisco and Chico (CA), Milwaukee (WI), Media (PA), Montclair and Highland Park (NJ), Bluffton (OH), Ballston Spa (NY), and Taos (NM). Furthermore, active campaigns are currently taking place in 30 additional towns and cities, including New York, Los Angeles, Washington, Chicago, Boston, and Seattle. The movement started in England in 2000 and quickly spread across the United Kingdom and Europe, rising to 650 declared today.

Fair Trade Towns USA unites a diverse group of inspired Fair Trade activists including project collaborators the Fair Trade Federation, a North American trade association of organizations fully committed to Fair Trade, and the Fair Trade Resource Network, which gathers, develops, and disseminates educational resources to people and organizations interested in the movement.

"Fair Trade Towns USA will empower socially responsible community groups and businesses around the country that are committed to raising consumer awareness around a simple truth: every dollar we spend is a powerful decision, with ramifications that echo across continents," said William Linstead Goldsmith, National Coordinator of Fair Trade Towns USA.

The funding will allow the U.S. program to develop online collaboration and organizing efforts, create educational outreach materials and events, train leaders, and offer a grants program to support local organizing efforts.

About the Green Mountain Coffee Roasters Foundation

The Green Mountain Coffee Roasters Foundation is a nonprofit organization dedicated to the sponsorship of educational events, seminars and lecture series on topics such as human development and potential, business, and management in order to foster positive change on personal, organizational, community and global levels. The Green Mountain Coffee Roasters Foundation was established and is led separately from Green Mountain Coffee Roasters, Inc. (GMCR) by GMCR Founder and Chairman Bob Stiller.

About Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR)

As a leader in the specialty coffee industry, Green Mountain Coffee Roasters, Inc. is recognized for its award-winning coffees, innovative brewing technology, and socially responsible business practices. GMCR's operations are managed through two business units. The Specialty Coffee business unit produces coffee, tea and hot cocoa from its family of brands, including Green Mountain Coffee([R]), Newman's Own([R]) Organics coffee, Tully's Coffee([R]), and Timothy's World Coffee([R]). The Keurig business unit is a pioneer and leading manufacturer of gourmet single-cup brewing systems. K-Cup([R]) portion packs for Keurig([R]) Single-Cup Brewers are produced by a variety of licensed roasters and brands, including Green Mountain Coffee, Tully's Coffee and Timothy's. GMCR supports local and global communities by offsetting 100 percent of its direct greenhouse gas emissions, investing in Fair Trade Certified[TM] coffee, and donating at least five percent of its pre-tax profits to social and environmental projects. Visit for more information.

About TransFair USA

TransFair USA, a nonprofit organization, is the leading third-party certifier of Fair Trade products in the United States. TransFair USA audits and certifies transactions between U.S. companies and their international suppliers to guarantee that the farmers and workers producing Fair Trade Certified goods were paid fair prices and wages. TransFair USA educates consumers, brings new manufacturers and retailers into the Fair Trade system, and provides farmers with tools, training and resources to thrive as international businesspeople. Visit for more information.

Editor's Note:

Fair Trade Towns USA campaigns are currently being conducted in the following 30 U.S. cities, in 20 states and districts:
1. Mesa, Arizona
2. Berkeley, California
3. Buena Vista, California 4. Los Angeles, California
5. Oakland, California
6. San Diego, California
7. San Jose, California
8. San Luis Obispo, California
9. Boulder, Colorado
10. Washington, DC
11. Orlando, Florida
12. Chicago, Illinois
13. Bloomington, Indiana
14. Overland Park, Kansas
15. Boston, Massachusetts
16. Greenfield, Massachusetts
17. Mankato, Minnesota
18. Missoula, Montana
19. Chapel Hill, North Carolina
20. Red Bank, New Jersey
21. Teaneck, New Jersey
22. Cold Spring, New York 23. Delmar, New York
24. New York, New York
25. Norman, Oklahoma
26. Meadville, Pennsylvania
27. Austin, Texas 28. Charlottesville, Virginia
29. Seattle, Washington
30. Madison, Wisconsin
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Comment:Green Mountain Coffee and the Green Mountain Coffee Roasters Foundation Commit Nearly One Million Dollars to Fuel Growth of Fair Trade Towns in U.S.
Publication:Business Wire
Geographic Code:1U9CA
Date:Mar 9, 2010
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